Midas, Inc. is one of the best-known providers of automotive services, offering brakes, maintenance, tires, exhaust, steering, and suspension repairs at nearly 2,400 franchised, licensed and company-owned Midas shops in 16 countries, including more than 1,600 in the United States and Canada. Enable consumers to do the talking to video cameras in the privacy of their own homes. Explain why they chose the shop they did, whether they had been there before, what they expected to happen, and how they expected to be treated. Three main components of the Midas service model are: greet, explain, and than.

1. We discussed a number of different types of qualitative research in this chapter. What type of research was conducted by Midas?

2. Could this data have been gathered by other forms of qualitative research? If so, which ones?    

3. How did this form of research facilitate getting “buy-in” from the franchisees?

4. Should quantitative research play a role in the future for Midas? If so, how?